buyer personas
TRANSCRIPT
@TweetsByCaraSouth Florida Code Camp 2015
HOW TO BUILD BUYER PERSONAS & CREATE A
SUCCESSFUL ENGAGEMENT LIFECYCLE
Cara Pluff, Director of Marketing@tweetsbycara
@TweetsByCaraSouth Florida Code Camp 2015
LET’S START WITH A FACT…
According to Harvard Business Review, 60% of the buying process is complete before the sales department ever hears from the prospect
60%
40%
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WHAT ARE BUYER PERSONAS?
Fictional RepresentationsIdeal Customers
Based on Real Data
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BUT WHY ARE BUYER PERSONAS SO KEY?
They allow highly personalized and targeted engagement and are the secret to being competitive in a market with massive firms like
Amazon.
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TARGETING…BY TARGET
• Hired Andrew Pole• $44 Billion to $67 Billion• 25 Common Products• Prediction Score
• Credit Cards• Coupons• Surveys• Loyalty Programs• Emails/Website Visits
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HOW DO YOU BUILD BUYER PERSONAS?
Research
SurveysInterviews
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TWO TYPES OF PERSONA CHARACTERISTICS
Demographic
Psychographic
Success
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PERSONA TEMPLATE
Background• Basic details about persona’s role• Key information about persona’s
company• Relevant background information like
education or hobbies
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PERSONA TEMPLATE
Demographics• Gender• Age Range• Household Income• Urbanicity (urban, suburban, rural)
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Identifiers• Buzz Words• Mannerisms
Goals• Persona’s Primary Goal• Persona’s Secondary Goal
Concerns
PERSONA TEMPLATE
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PERSONA TEMPLATE
Challenges• Primary challenge to persona’s
success• Secondary challenges to persona’s
success
How We Help• How you solve them challenges• How you help them achieve their
goals
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PERSONA TEMPLATE
Real Quotes• Represent them well• Create relatability
Common Objections• Why they aren’t buying• How to overcome them
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PERSONA TEMPLATE
Marketing Messaging• How should you communicate your
solution to this persona?• Do they respond differently to
different messaging styles (humor, memes, assertiveness, etc.)
Elevator Pitch
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PERSONA TEMPLATE
Marketing Channels• Where do they gather information?• What sites do they visit most often?
Interaction Preferences• How do they like to receive
information?• Do they research for themselves or
delegate?
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PERSONA EXAMPLE Princess Peach
JOB TITLE: Princess COMPANY: Mario Brothers PlumbingINCOME: $$$$$
AGE: 21PERSONAL STATUS: Single, No ChildrenLIVING: Castle in a Rural Kingdom
IDENTIFIERS: Loves Pink, Sporty, Trusting, Enjoys Writing Letters
GOALS: Get Back to Freedom
CHALLENGES: One Nasty Fire Breathing Dragon
HOW WE CAN HELP: Stomp on some Goombas & Kick Bowser Tail
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MEET “OCEAN”
• 32 Years Old• Professional • Graphic Designer• Income of $100,000/year• Engaged (to Duke)• Owns her own condo• Travels frequently• Fashionable• Works out every day• Works out for 1.5 hours
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MEET “DUKE”
• 35 Years Old• Professional • Architect• Income > $100,000/year• Engaged (to Ocean)• “Athletic Opportunist”• Enjoys surfing & Snowboarding• Wants Quality
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TO SUM IT UP
"If you’re 20 years old or you’re graduating from university, you can’t wait to be that woman. If you’re 42 years old with a couple children, you wish you had that time back."
- Lululemon Founder, Chip Wilson
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HOW YOU CAN USE CUSTOMER PERSONAS
Content Creation
• Blog Content
• Non-transactional Conversion Offers
• Website & Graphic Design
• Email Copy & Design
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HOW YOU CAN USE CUSTOMER PERSONAS
Sales
• How does this person respond to assertiveness?
• What creates a sense of urgency for them?
• What are the key pain points the solution addresses?
• What’s the prospect’s level of sophistication?
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HOW YOU CAN USE CUSTOMER PERSONAS
Services
• What’s the customer’s level of sophistication?
• What are the primary features that attracted the customer?
• What organizational or experiential challenges might hinder implementation?
• What unique use cases can be used to upsell or retain a customer?
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MORE FUN FACTS
61% of consumers planned to watch the Super Bowl with a smartphone in hand
AND YET…
51% of advertisers elected to just run their ad without asking viewers to do anything.
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WHY YOU SHOULD CARE
•Customers and prospects expect straightforward and honest solutions without the traditional sales process•They know what they want before they talk to you
The Buyer Has Changed
•Continuous innovation is required to differentiate•The customer experience must evolve through the lifecycle
Innovation Has Changed
•Employees must be empowered to solve the problem and the complaint•Tiered resolutions are no longer acceptable
Empowerment has Changed
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THE CUSTOMER LIFE CYCLE
Acquire
• Inquiry
Engage
• Evaluation
Business Getting
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THE CUSTOMER LIFE CYCLE
Serve
• Product Usage
Grow
• Repurchase or Renewal
Business Keeping
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CUSTOMER INTERACTION & CHANNELS
Interaction
•Invite Email Subscription•Invite Customers to Express Interests•Invite Customers to Identify Product or Service Needs
Channels
•SEO/SEM•Social Media•Mobile•Websites
ACQUIRE
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CUSTOMER INTERACTION & CHANNELS
Interaction
•Deliver Relevant Information•Invite to Webinars/Events•Provide Links to Relevant Information
Channels
•Email•Websites•Webinar/Events•Account Representatives
ENGAGE
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CUSTOMER INTERACTION & CHANNELS
Interaction
•Thank Customer for Purchase•Promote Related Products/Services•Reinforce Value•Invite Opt-In for Updates
Channels
•Email/Mobile•Direct Mail/Print•Websites/Social Media•Account Representatives
CONVERT
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CUSTOMER INTERACTION & CHANNELS
Interaction
•Send Personalized News & Updates•Send Triggered Offers•Provide Links to Relevant Information•Enable Self-Help Resources
Channels
•Email/Mobile•Direct Mail/Print•Websites/Social Media•Account Representatives
SERVE
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CUSTOMER INTERACTION & CHANNELS
Interaction
•Send Renewal Triggered Cross-Sell or Upsell Offers•Provide Incentives to Renew or Purchase New Services
Channels
•Email/Mobile•Direct Mail/Print•Websites/Social Media•Account Representatives
GROW
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CUSTOMER INTERACTION & CHANNELS
Interaction
•Invite the Customer to Contribute Content for Your Business/Product•Reward Loyalty and Referrals•Become a True Partner
Channels
•Email/Mobile•Direct Mail/Print•Websites/Social Media•Account Representatives
RETAIN
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ENGAGEMENT CHANNELS
Website
Mobile
Social Media
Direct
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MY ORIGINAL TWITTER FEED…
“Comcast you suck” “Comcast I hate you” “Dear Comcast, we’re breaking up” “Comcast, it’s really YOU not me”
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SUCCESSFUL ENGAGEMENT STARTS HERE
• Know Your Customer
• Differentiate Your Customer Service
• Humanize Your Brand
• Hold Conversations & Play With Others
• Personalize Your Interactions
• Leverage Gamification
• Jump on the Trendy Bandwagon
• Be There When They Need You
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DIFFERENTIATING YOUR CUSTOMER SERVICE Innovation is Key, But Tradition will Never Be Forgotten
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LEVERAGE GAMIFICATION
FROM LOYALTY CARDS FOR OUR FAVORITE STORES TO FITNESS APPS – WE ARE ALL PARTICIPATING IN GAMIFICATION.
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LEVERAGE GAMIFICATION
N00b
Player
Master Focus on creating:DesireIncentive
Focus on creating:ChallengeAchievement
Focus on creating:FeedbackSkill
Onboarding
Habit-Forming
Expertise
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BE THERE WHEN THEY NEED YOU & KEEP PROMISES
“Open conversations generate loyalty, sales and most of all, learning… for both sides”.Seth Godin
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HATERS GONNA HATE (& I HATE MYSELF FOR THE IMPROPER GRAMMAR)
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WITH ANALYTICS COMPANIES SEE…
75% More Pipeline Growth
3X Sales Cycle Conversion Rates
2X Win Rates
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MEASURING ENGAGEMENT
http://www.smartinsights.com/digital-marketing-strategy/customer-retention-strategy/7-questions-to-drive-customer-engagement/
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MEASURING ENGAGEMENT
It All Goes Back to Your Audience or “Buyer”
Female Profile Male Profile